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The Wanted Ads motors study shows that local media performs strongly at the most crucial points in the purchasing process

23rd June 2009, Newspaper Society

The research found that consumers don’t travel far to buy cars. On average, respondents travelled less than 15 miles with new car buyers travelling just 12.1 miles and second hand car buyers a slightly further 16.1 miles.

Local media (local newspapers, their websites, supplements, etc) is the most influential media across the active car buying process – compared to media including television, car magazines, and specialist websites.

Twenty-eight per cent of respondents who used a source of information to help decide where to buy a car turned to local media. Twenty-three per cent relied upon word of mouth, the next highest, and 13 per cent used specialist website Auto Trader.

NS marketing director Robert Ray said: "Consumers are becoming increasingly conscious of the economic and environmental consequences of frequent car usage making communication even more important for the motors industry.

"The wanted ads Motors study shows that local media performs strongly at the most crucial points in the purchasing process, making it a crucial part of the marketing mix which cannot be replicated by other media."

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